Virtually every retailer is online, whether they sell leggings,clothing or anything in between. Now lingerie brands are doing the same with brands like Cosabella and Only Hearts. The difference is that these labels haven’t jumped on the bandwagon just to prove their status online, but rather, they’ve gone digital using clear strategy and a focus on the consumer, as outlined in the latest WWD article.

While Cosabella is active on Twitter, Pinterest, Flickr and, just recently, Instagram, Facebook is the clear front-runner, said Cosabella’s Global Marketing Manager . “It’s definitely our strongest, our most active [platform],” she said. “I think people react to it so strongly because it’s so visual yet news-driven. The time line helps create excitement because it adds a sense of newness to the content.”

With over 900 million monthly users, Facebook offers the largest pool of tech savvy customers and is typically the first, and sometimes only, digital platform that consumers join. This makes Facebook the most effective platform for reaching potential consumers, and directing them from social media to a brand’s website.

“Our customer isn’t in high school. She’s between the ages of 28 and 45 so she’s not necessarily so social media-savvy that she’s jumping on whatever the next new thing may be,” said Ashley Jones, who oversees social media for Only Hearts. “That’s why we stay true to Facebook – it’s easy to understand, it’s been around a long time, it’s something our customer definitely uses.”

This is the type of strategic thinking all brands should employ, not just lingerie companies. It’s an easy tool to master and free to use, so why not?